- Does your company really need strategic digital consulting?
- What signs indicate that your company's digitalization is fragmented?
- Why do SMEs accumulate digital tools without building an effective system?
- Website, SEO, CRM, advertising, or AI: where do you actually start?
- When visibility is the issue: how does organic positioning work?
- When the problem is conversion: why doesn't traffic turn into customers?
- When the problem is sales management: do CRMs and automations really work?
- When the issue is operational efficiency: can artificial intelligence really help?
- When the issue is generating demand right away: advertising and performance marketing
- Strategic digital consulting vs. operational supplier: what's the concrete difference?
- What are the tangible benefits of a consulting approach for an SME?
- Why are we talking about it now: has the digital market for Italian SMEs really changed?
- How to get started concretely: the steps to build an effective digital strategy?
- What are the most common mistakes that lead to failed digital investments?
- How to tell if the digital strategy is really working?
- Three concrete scenarios: what changes for an e-commerce, a professional firm, and a manufacturing company?
- So, is it worth it for your company?
- How we see it at SHM
- Frequently Asked Questions
- Having many digital tools is not enough: without strategic coordination, every investment risks remaining isolated and not producing measurable results.
- Strategic digital consulting helps establish the right priorities — SEO, advertising, CRM, or automation — before spending budget on the wrong channel.
- 54% of Italian SMEs invest in digital, but only 19% adopt advanced solutions in a structured way: the gap is almost always in method, not budget.
- Choosing a strategic partner means having someone who coordinates all suppliers towards the same business objectives, not just someone who performs a single task.
Updated on October 11, 2026
83% of Italian SMEs declare difficulty in adopting digital tools — yet the problem is rarely the technology. Almost always it is the lack of a unified design that connects the website, CRM, advertising, and internal processes towards a single objective.
Does your company really need strategic digital consulting?
If you have multiple digital tools active but can't measure the return on any of them, the answer is almost certainly yes. Strategic digital consulting is about creating a coherent system, not adding another software.
It is not unusual for small and medium-sized enterprises to reach a point of saturation: the number of active software and channels becomes difficult to manage and produces more chaos than efficiency. Having a website modern, a active social media presence and a contact database doesn't guarantee good results if these items don't talk to each other.
It is in these moments that SMEs realize they need a strategic digital consulting : professional coordination between activities, business objectives, and company processes. The underlying problem is almost always the lack of a unified design.
| Your situation | Is consulting worth it? | why |
|---|---|---|
| You invest in multiple channels but don't know which one delivers results | Yes | No single view of how things are performing |
| Marketing and sales are looking at totally different data | Yes | You need your teams and tools to sync up |
| You have separate suppliers that don't talk to each other | Yes | You risk wasting budget without management |
| You only have one active channel and clear goals | Currency | Specific operational support might be enough |
| You are growing rapidly without reviewing your processes | Yes | Growth just makes workflow snags worse |
| You just started the business with a minimal budget | Currency | Start with a single priority, then build it out |
What signs indicate that your company's digitalization is fragmented?
There are four recurring symptoms: you can't measure your return on investment, departments are working with different data, suppliers aren't coordinating with each other, and manual tasks are slowing down every process. Just one of these is enough reason to take action.
The lack of return on investment is just the tip of the iceberg. Below are more specific signals that are worth recognizing in time:
- Difficulty in measuring return on investment. The company invests in advertising campaigns, SEO , software or content, but cannot understand which activities produce real value and which absorb budget without concrete results.
- Fragmentation between departments and tools. Marketing and sales work with different data, the CRM is only partially used, or the website generates traffic without converting it into qualified leads.
- Suppliers disconnected from each other. the advertising agency works separately from the SEO team, the management system does not communicate with the CRM and data remains scattered across different platforms .
- Manual processes and duplicate tasks. Repetitive data entry, manually built reports, duplicate steps: common problems especially in SMEs that have grown rapidly without structured review.
According to Digital Innovation Observatory in SMEs of Politecnico di Milano , difficulties in digital adoption have three main causes: cultural gaps (44% of SMEs), a shortage of specialized skills (59%), and hardware and software costs (40%). Strategic digital consulting steps in precisely at these bottlenecks, bringing method even before technology.
Why do SMEs accumulate digital tools without building an effective system?
Tools are introduced one by one, driven by urgencies or competitor moves, without a strategy that defines priorities, integrations, and shared goals. The result is a collection of software that doesn't communicate.
Many companies introduce digital tools gradually. For example: activate a CRM to organize sales contacts, invest in SEO to boost organic traffic, or run ad campaigns to bring in new leads. These moves can be spot on, but without a strategy outlining priorities, integrations, and shared goals, they won't drive major results.
A CRM loses much of its effectiveness if it doesn't receive accurate data from the website and marketing campaigns. Investing in ads Without a structured funnel, you might increase traffic without improving conversions. Even analytics tools risk becoming useless if the collected data isn't interpreted within a broader vision.
Many SMEs end up accumulating software and dashboards without building a truly effective system. This happens because digital is often approached as a sum of technical tools rather than as an integrated organizational infrastructure.
Strategic digital consulting operates precisely at this level: it creates connections between marketing, sales, internal processes, and data management, building a coherent and sustainable structure over time. It is not about adding another tool, but about making the ones you already have work together.
Website, SEO, CRM, advertising, or AI: where do you actually start?
It starts from the analysis of the real problem, not from the choice of the tool. Companies often invest in the wrong solution because they have not precisely identified where the inefficiency lies.
One of the main pitfalls for SMEs is rushing into a technical fix without identifying the real issue. They might think about redoing the website when the core bottleneck is actually the sales process, or they pour money into advertising while their CRM can't even handle the incoming leads properly.
Understanding where to start requires an in-depth analysis of the entire business system. Each digital tool produces different results based on the context in which it is implemented. The most common inefficiencies are found in four areas:
| Inefficiency area | Main symptom | Areas to tackle first |
|---|---|---|
| Not enough visibility | Low qualified traffic on the website | SEO, content setup, keyword strategy |
| Conversion issues | There's traffic, but leads aren't coming in | UX, landing page, tracking, CTA |
| Disorganized sales management | Lost leads, slow follow-ups, scattered data | CRM, automations, structured pipeline |
| Internal processes too manual | Time wasted on repetitive tasks | Automations, software integrations, AI |
In many cases, companies focus their budget on the most visible part of the problem, without addressing the structural cause. A advertising campaign can rapidly increase traffic, but it will hardly solve critical issues related to weak funnels or inefficient lead management. Likewise, introducing AI tools without policies and operating procedures, it risks producing more complexity instead of simplifying it.
Strategic digital consulting allows you to establish which areas have real priority, avoiding investments driven by urgency or current trends. Every digital activity should be linked to concrete business objectives and a structure capable of supporting it over time. To delve deeper into the topic of Strategic web consulting and understand when it's time to call an expert, there are dedicated guides that help you navigate the available options.
When visibility is the issue: how does organic positioning work?
If the site receives little qualified traffic, the work must start with organic positioning and content structure. SEO isn't just technical optimization: it requires a coherent construction of the information architecture and an accurate reading of search intents.
When the brand struggles to intercept strategic searches and the digital presence does not clearly communicate skills and distinctive value, work must start from organic positioning and website structure.
SEO requires consistent content architecture building, a thorough analysis of strategic keywords and the ability to intercept queries, conversational prompts, and search intents genuinely tied to business goals. Content quality also plays a central role: generic texts or those built solely for search engines rarely produce stable results over time.
Many SMEs have aesthetically updated websites but lack a structure designed to generate authority and capture useful traffic. In other cases, there is a lack of clear service hierarchy, while content and pages do not meet users' real information needs. Strategic support allows for the analysis of these aspects and the construction of a digital presence consistent with the company's positioning. The SEO Strategy today it also includes media, video, and images, elements that are increasingly relevant for organic positioning.
When the problem is conversion: why doesn't traffic turn into customers?
Unclear landing pages, weak calls to action, and confusing user journeys can compromise even well-structured campaigns. The issue isn't the number of visits, but the quality of the user's journey on the site.
There are companies that manage to attract traffic to their site but struggle to turn it into concrete business leads. In these cases, the problem isn't visibility, but the conversion of simple users into potential customers. Even small elements — loading times, information organization, contact form structure — impact user behavior.
Strategic digital consulting helps to analytically read the customer journey, identifying points where conversion breaks down. This means working on:
- User experience and page layout
- Data tracking and accurate setup
- Gradual performance tune-up
- Consistency between acquired traffic and business goals
The goal is not just to increase the number of leads, but to improve conversion quality. Before increasing advertising budgets, many companies need to consolidate their ability to turn existing traffic into real opportunities. A good copywriter can put out great content, but if you don't have a plan for managing data in the CRM, all that traffic is just a pure expense with zero sales impact.
When the problem is sales management: do CRMs and automations really work?
Manually distributed leads, slow follow-ups, and outdated pipelines are very frequent issues in SMEs. A properly implemented CRM centralizes data and automates repetitive tasks, but only if it's built on the company's real processes.
In many SMEs, the main bottleneck isn't online traffic or visibility, but the commercial management of acquired contacts. Manually distributed leads, slow follow-ups, information scattered across emails and spreadsheets, outdated pipelines: these are very common critical issues. In these cases, the problem isn't demand generation, but the organization of the sales process.
A correctly implemented CRM allows for data centralization, automation of repetitive tasks, and improved coordination between marketing and sales. However, many companies use these tools only as contact archives, without leveraging their potential and thus limiting their ability to track opportunities and measure sales performance.
Strategic support helps SMEs structure their lead flow, define responsibilities, and create automations consistent with the company's sales cycle. Not all SMEs need the same CRM or the same level of management complexity: it's crucial to start with an analysis of existing processes rather than immediately choosing the tool.
- 1 · Strategic consultant Analysis of existing processes We map current sales flows: how leads arrive, who manages them, where they drop off.
- 2 · Consultant + internal team Setting priorities We figure out which area makes the biggest impact: visibility, conversion, sales management, or operational efficiency.
- 3 · Internal team + suppliers Coordinated rollout Every operational vendor (ads agency, developer, copywriter) works toward the same business KPIs.
- 4 · Strategic consultant Monitoring and optimization Results are measured with clear indicators and priorities are adjusted over time.
When the issue is operational efficiency: can artificial intelligence really help?
Yes, but only after analyzing existing processes. AI applied to disorganized processes amplifies inefficiency instead of reducing it. First, structure the workflows, then automate.
Many companies deal with manual tasks that eat up time and slow down internal productivity: repetitive data entry, manually built reports, and fragmented information management. These are widespread issues, especially in SMEs that have grown quickly without a structured review of their processes.
The introduction of automations, software integrations and tools based on Artificial intelligence it can reduce numerous low-value-added activities. However, without a preliminary analysis of workflows, it risks increasing organizational complexity instead of simplifying it.
AI can concretely support areas such as:
- Document management and data classification
- Automation of sales workflows
- Reporting production
- Help with managing daily tasks
Working on efficiency means reducing margins of error and freeing up resources from repetitive tasks. For many SMEs, this is one of the areas with the greatest economic impact, because it allows you to increase productivity and decision-making capacity without necessarily expanding internal staff.
The topic of Artificial intelligence for SMEs is closely tied to the ability to govern it. According to Eurostat (2026 edition) , only 19% of European SMEs use at least one AI technology, compared to 55% of large companies. The gap is not in access to technology, but in the method and skills to integrate it. The topic of strategic management of project management and technology in SMEs is increasingly central for those who want to grow sustainably.
When the issue is generating demand right away: advertising and performance marketing
Google Ads, Meta Ads, and LinkedIn Ads campaigns allow you to reach users close to conversion or stimulate new demand in specific targets. But they only produce concrete results when integrated into an already coordinated digital system.
There are situations where the main goal is to quickly increase commercial demand: launching new services, opening up markets, or needing to speed up customer acquisition. In these cases, advertising and performance marketing become central tools.
Google Ads Campaigns, Meta Ads , LinkedIn Ads and remarketing strategies allow you to intercept users already close to conversion or to stimulate new demand on specific targets. However, many SMEs approach advertising as an isolated activity, without considering the quality of the funnel, lead management, and the website's ability to convert the generated traffic.
Strategic digital consulting helps to understand when advertising is truly the right priority and how to integrate it into a sustainable business structure. Data monitoring plays a fundamental role: an effective advertising strategy requires accurate tracking, analysis of acquisition costs, and the ability to read user behavior throughout the entire sales funnel.
| Advertising channel | Ideal for | Must-have condition |
|---|---|---|
| Google Ads (Search) | Intercept already existing demand | Website with optimized landing pages and active tracking |
| Meta Ads (Facebook/Instagram) | Generate demand for a broad B2C or B2B target | Structured funnel and tested creatives |
| LinkedIn Ads | B2B lead generation targeting professionals | Valuable content and CRM ready to manage leads |
| Remarketing | Retarget users who have already visited the site | Pixel installed and audience segments defined |
Strategic digital consulting vs. operational supplier: what's the concrete difference?
The operational vendor performs specific tasks on behalf of the client. The strategic consultant analyzes processes, data quality, alignment between departments, and investment priorities, coordinating all vendors toward the same business goals.
It is necessary to clearly distinguish roles. The operational supplier — like an advertising agency or a web designer — performs specific tasks on behalf of the client. If you ask to redo the site, the designer builds an aesthetically pleasing one; if you ask for Google campaigns, the agency configures the ads. The limitation is that the supplier only responds within their operational perimeter, but rarely has the responsibility to coordinate all the components of the digital system.
| Aspect | Hands-on vendor | Strategic consultant |
|---|---|---|
| Goal | Execute the single assigned task | Coordinating the digital system toward business goals |
| Vision | On your own turf (website, ads, SEO...) | Cross-cutting: funnels, data, processes, teams |
| Ownership | Execution quality | Overall investment effectiveness |
| integration | Works independently | Get all vendors on board with the same KPIs |
| Measurement | Channel metrics (CTR, traffic, rankings) | Business metrics (qualified leads, conversions, ROI) |
Operational suppliers are essential for execution, but without direction, the risk is accumulating disconnected activities that drain the budget. Strategic digital consulting coordinates different skills, ensuring each supplier works towards the same business KPIs and protecting the overall investment. To understand when it's time to move from DIY to expert support, the guide on web consulting or DIY offers a useful framework to get your bearings.
What are the tangible benefits of a consulting approach for an SME?
The main value is creating order, priorities, and coordination among activities that are often managed separately. The result is more predictable growth and more efficient use of your available budget.
For many SMEs, the value of a consulting approach emerges above all in the ability to create order among activities that are often managed separately. Here are the main advantages:
| Advantage | What this means in practice |
|---|---|
| Clear definition of priorities | You understand which activities truly impact the business, avoiding investments spread illogically across SEO, advertising, CRM, and automation. |
| Make marketing, sales, and operations work together | Operational continuity is created between lead acquisition, sales management, data analysis, and marketing activities. |
| Reduction of budget waste | Clearer KPIs and a unified view of performance let you focus your resources on the most productive areas |
| Cross-cutting vision of the digital ecosystem | The overall functioning of the company is analyzed: funnel, processes, data, software, and operational workflows. |
| Data-driven decision support | Decisions are based on real data, not on momentary urgencies or market trends |
| Sustainability of digital growth | An organized system allows you to scale activities and investments steadily, avoiding operational bottlenecks |
Why are we talking about it now: has the digital market for Italian SMEs really changed?
Yes. The share of Italian SMEs with a basic level of digitization went from 68% in 2023 to 88% in 2025. But having tools doesn't mean using them well: making the leap from basic to structured digital is still the unresolved issue for most businesses.
According to ISTAT (Enterprises and ICT - Year 2025) , the share of Italian SMEs with a basic level of digitalization has risen from 68.1% in 2023 to 88.3% in 2025, approaching the European goal of 90% by 2030. Significant progress, but it hides a structural problem: having digital tools doesn't mean knowing how to use them in an integrated and strategic way.
The same Polytechnic of Milan Observatory notes that 54% of Italian SMEs invest in digital, but only 19% adopt advanced solutions in a structured way. . The gap between those who have tools and those who truly use them is the ground on which strategic digital consulting produces the greatest impact.
On the AI front, the picture is even clearer: according to Digital Innovation Observatory of the Polytechnic of Milan , in 2025, 76% of Italian SMEs have not invested or do not plan to invest in artificial intelligence, and only 7% have started structured AI training programs for their employees. The topic of European digital sovereignty and the opportunities it offers Italian SMEs is increasingly important for anyone looking to get ahead of the game.
Even the online revenue of Italian SMEs tells a story of deep transformation: according to the ISTAT (StatReport ICT 2024) , in ten years the share of revenue generated online by Italian SMEs (10-249 employees) has gone from 4.8% to 14.0%, surpassing the EU27 average in the same period (from 8.5% to 12.4%). A sign that digital is no longer just an option, but a concrete growth driver.
How to get started concretely: the steps to build an effective digital strategy?
We always start with the analysis of existing processes, not with the choice of the tool. The correct sequence is: diagnosis, priorities, coordinated implementation, measurement. Skipping the first step is the most frequent cause of failed digital investments.
Starting a strategic digital consultancy doesn't mean starting from scratch. It means building a method on top of what already exists. Here's the correct sequence:
- 1 · Consultant + entrepreneur 1. Diagnosis of the existing system Active tools, commercial processes, available data, and current performance are analyzed. Areas of real inefficiency are identified.
- 2 · Consultant + management 2. Definition of priorities We establish which problem has the greatest impact on the business: visibility, conversion, commercial management, or operational efficiency. We build a roadmap with a logical sequence.
- 3 · Internal team + suppliers 3. Coordinated implementation Every operational vendor works toward the same KPIs. The consultant coordinates everything and keeps the work consistent.
- 4 · Consultant + internal team 4. Measurement and optimization Clear indicators are defined for each area of intervention. Results are read in an integrated way, not per single channel.
- 5 · Management 5. Progressive scalability Once the system is stabilized, new tools or channels are introduced gradually and in a controlled manner, without creating new fragmentation.
For those operating in the tech sector or needing specialized support, the guide on best AI consultants in Milan for startups offers a handy point of reference to navigate the options available on the Italian market.
What are the most common mistakes that lead to failed digital investments?
The most common is choosing the tool before understanding the problem. This is followed by total delegation without supervision, the absence of shared KPIs between departments, and the introduction of AI into already disorganized processes.
These are the errors we most often see in SMEs that come to us after having already invested in digital without achieving the expected results:
| Common mistake | Why it happens | How to avoid it |
|---|---|---|
| Choosing the tool before the problem | Following trends or a vendor's advice without prior analysis | Always start by diagnosing existing processes |
| Delegate everything without supervision | Each channel is entrusted to a different supplier without central management | Define shared KPIs and a single strategic contact person |
| Measure each channel in isolation | We look at channel metrics (CTR, traffic) instead of business metrics | Build an integrated dashboard with conversion and ROI indicators |
| Introducing AI into disorganized processes | Thinking that AI will solve process problems instead of amplifying them | Sort out your workflows first, then automate |
| Increasing advertising budget without optimizing the funnel | Seeking rapid growth without checking the ability to convert traffic | Consolidate existing conversion before scaling acquisition |
| Ignore internal training | 38% of SMEs do not consider raising internal digital skills a priority | Involve management and operational team from the start of the journey |
On the topic of digital compliance and the risks associated with the unmanaged use of AI, it's worth keeping an eye on regulatory developments too: the case of Uber fined 825 million for using AI in automated decisions is a clear sign of how important it is to integrate technology with method and awareness. Likewise, the compliance risks in ad campaigns with default AI settings are an increasingly relevant topic for those who manage advertising in an unsupervised manner.
How to tell if the digital strategy is really working?
It is measured with indicators that span the entire funnel, not just single-channel metrics. The most reliable signal is the consistency between acquired traffic, qualified leads, and actual commercial conversions.
| Area | Key metric | Positive signal | Red flag |
|---|---|---|---|
| Visibility | qualified organic traffic | Grows on strategic keywords | Traffic is growing but leads aren't |
| Conversion | Site conversion rate | Exceeds the industry benchmark | High traffic, low leads |
| Sales management | Average lead response time | Under 24 hours | Lost or untracked leads |
| advertising | Cost per qualified lead | Stable or decreasing over time | Increasing without quality improvement |
| Operational Efficiency | Weekly hours spent on manual tasks | Gradually decreasing | Steady or increasing despite the tools |
| Big-picture vision | Overall digital ROI | Measurable and growing | Can't measure it or dumped on just one channel |
Three concrete scenarios: what changes for an e-commerce, a professional firm, and a manufacturing company?
Strategic digital consulting produces different effects depending on the business context. Here are three illustrative scenarios showing how priorities and expected results change.
Illustrative examples: the numbers and situations described serve to show the reasoning, they are not data from real clients.
| Company type | Main problem | Key strategic goal | Expected result |
|---|---|---|---|
| E-commerce (fashion, 15 employees) | Traffic is up, but conversions are stuck at 1.2% | UX optimization, tracking, A/B testing on landing pages | Increase in conversion rate and reduction in cost per acquisition |
| Professional firm (consulting, 8 people) | Leads come in but follow-up is slow and disorganized | Structured CRM, email automations, defined sales pipeline | Reduction in lead response time and increase in close rate |
| Manufacturing company (B2B, 40 employees) | Website not generating qualified leads, scattered advertising | Technical SEO, content architecture, CRM integration with advertising | Qualified leads increasing, cost per acquisition measurable and decreasing |
So, is it worth it for your company?
It is worth it if you already have active digital tools but can't measure the return on any of them, or marketing and sales work with different data and suppliers don't coordinate with each other. Strategic digital consulting helps you create a cohesive system before investing more budget.
A middle ground You're growing and feel digital could do more, but you don't have a clear vision of priorities yet. An initial analysis — even a limited one — helps you understand where to start without wasting resources.
Not yet if You just started the business with a single active channel and very simple goals. In this case, specific operational support (just SEO, just advertising) is enough. Strategic consulting becomes necessary when the system grows and gets complicated.
How we see it at SHM
For us, technology is the means and the human being is the end. This means we never start by choosing the tool, but by analyzing the company's real processes. AI, CRM, advertising campaigns: they are all useful, but only if integrated into a system that addresses precise business needs.
We work with Italian SMEs and mid-market companies that find themselves exactly at the saturation point described in this guide: many active tools, little coherence between them, difficulty in measuring return on investment. Our approach always starts with an honest diagnosis of the existing situation, without selling pre-packaged solutions.
We have worked, for example, with an international consulting firm that had a complex offering that was difficult to communicate and had poor online visibility. We redesigned the site's information architecture, optimized the SEO structure, and aligned the content with real business objectives: the result was positioning in the top ten for the most relevant strategic keywords for their market.
If you're figuring out how to set up your digital presence, you can check out our services for strategic AI integration , by Data processing and business intelligence , by SEO for AI and of AI training for businesses . Contact us for a consultation and to discover all our services: the first step is always figuring out where to actually start.
Frequently Asked Questions
If the product has a market but leads aren't coming in, or if they are coming in but not closing, the problem is likely in the digital system. Strategic digital consulting analyzes conversion rates at every stage of the funnel: if people visit the site but don't request information, the problem is the message or the offer on the web; if they request information but sales can't manage the follow-up, the problem lies in the CRM or internal process. Data analysis separates market performance from purely technical performance.
AI is powerful but amplifies inefficiency if applied to disorganized processes. If the sales process is disorganized, using AI to generate leads will only produce an unmanageable amount of low-quality contacts. Strategic digital consulting intervenes first on workflows, cleaning and standardizing procedures: only after defining how data should move does AI become an automation tool capable of scaling the business without overwhelming the work team with useless tasks.
On the contrary, small businesses are the ones that suffer most from inefficiency. A large company can afford budget waste; an SME cannot. Strategic digital consulting allows limited resources to be allocated precisely, avoiding wasting the budget on unsuitable channels. It's not a matter of size, but of digital maturity: if the company has understood that manual growth is no longer sufficient and needs to automate processes to scale, it's the right time.
Certainly, but the need for methodical coordination remains the same. In B2B, strategic digital consulting will focus on the long sales cycle, lead nurturing, and close integration between marketing and sales force. In B2C, the priority might be sales funnel automation and immediate conversion rate optimization. The tools change, but the need for a coherent digital ecosystem, based on reliable data and defined processes, is the common thread that determines success in both sectors.
It depends on the area of intervention. Optimizations related to advertising and conversion can produce effects in a few weeks. Organic positioning (SEO) generally requires three to six months to consolidate. The restructuring of commercial processes and the introduction of automation produce stable results in the medium term, but with a more lasting impact. Strategic consulting is not a quick fix: it is an investment that makes growth predictable over time.
The most reliable sign is the partner's ability to ask questions before proposing solutions. A good strategic consultant wants to understand your processes, your data, and your goals before suggesting any tool or channel. Beware of those who offer pre-packaged solutions without a preliminary analysis phase. Verify that they have cross-functional experience — not just on a single channel — and that they are able to coordinate different suppliers towards shared business objectives.
Digital is not a collection of tools to accumulate, but a system to build: and the difference between the two approaches is measured on the income statement.
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